9781609010782

Fashion Marketing: A Global Perspective

by ; ;
  • ISBN13:

    9781609010782

  • ISBN10:

    1609010787

  • Edition: 1st
  • Format: Trade Paper
  • Copyright: 1/1/2012
  • Publisher: Bloomsbury Academic

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

  • Free Shipping On Orders Over $59!
    Your order must be $59 or more to qualify for free economy shipping. Bulk sales, PO's, Marketplace items, eBooks and apparel do not qualify for this offer.
  • Get Rewarded for Ordering Your Textbooks! Enroll Now
  • We Buy This Book Back!
    In-Store Credit: $28.35
    Check/Direct Deposit: $27.00
  • Complimentary 7-Day eTextbook Access - Read more
    When you rent or buy this book, you will receive complimentary 7-day online access to the eTextbook version from your PC, Mac, tablet, or smartphone. Feature not included on Marketplace Items.

Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Used and Rental copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspectiveis the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behaviour, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketingexplores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.

Author Biography

Patricia Mink Rath is a consultant in marketing education in Winnetka, Illinois. She teaches courses in consumer behavior, fashion merchandising, and retail buying.
Richard Petrizzi is an Associate Professor in the Marketing and Management Department at the Illinois Institute of Art, Chicago.
Penny Gill is is President of PWG Communications Inc., White Plains, NY.

Table of Contents

Defining Fashion Marketing and How it Works
Developing and Maintaining Profitable Customer Relationships
Participating in the Global Fashion Marketplace
Understanding the Fashion Consumer and Business Buyer Behavior

Building a Fashion Marketing Strategy

Creating a Company Marketing Strategy
Obtaining and Using Fashion Marketing Information
Creating the Right Relationships with Fashion Customers

Focusing Marketing Mix Elements on the Fashion Consumer

Branding Strategies for Fashion Goods and Services
Developing New Fashion Products and Monitoring their Life Cycles
Pricing: Identifying and Promoting Customer Value
Fashion Marketing Channels and Supply Chain Management
Fashion Wholesaling and Retailing (from a Marketing Viewpoint)

Communicating Fashion's Value through Promotion

Promoting Fashion Goods and Services
Promoting Fashion through Personal Selling and Direct Marketing
Fashion Advertising, Sales Promotion, and Public Relations

Rewards Program

Write a Review